CITY BRANDING STRATEGY ON THE EXAMPLE OF BIELSKO-BIAŁA. SELECTED ASPECTS MANAGEMENT OF THE PUBLIC SECTOR DETERMINING THE DIRECTIONS OF DEVELOPMENT (YOUNG GENERATIONS)

Purpose : The aim of the article is to present the direction of development of the brand of Bielsko-Biala in selected areas in the coming years, with particular emphasis on research conducted among high school students. Design/methodology/approach : Own analysis of the strategy report of the city of Bielsko-Biala, analysis of literature on building the city's image and strategy, and local survey research in the city of Bielsko-Biala using a questionnaire available online. Findings: Thanks to the conducted research, it is possible to identify the needs and expectations of students from Bielsko-Biala related to the development strategy of the city's cultural offer, as well as public transport. Research limitations/implications : The research has been limited to data obtained from a single source and limited resources (selected group of respondents), hence future research can be extended to different levels and theoretical areas. It is important to conduct further research in this area to increase their universality. Originality/value: research paper.